绿色环保包装对绿色消费行为的影响研究

Research on the Impact of Green Packaging on Green Consumption Behavior

绿色消费浪潮在全球兴起，绿色产品包装已提升为企业核心竞争力之一，研究消费者购买绿色包装产品的影响因素成为企业经营的重要方向。文章从绿色环保包装入手，分析绿色环保外观包装、绿色环保包装标识、绿色环保包装材质因素对消费者购买绿色包装产品行为产生的影响。提出理论模型和相关假设，并发放问卷，利用SPSS对问卷数据进行处理分析。研究显示，消费者对绿色环保包装标识、绿色环保包装材质、对环境保护的一般态度均对消费者购买绿色包装产品的行为有正面影响。文章最后从政府、企业、消费者三方面给出对策建议。

Green consumption tide has surged all over the world, which makes green packaging products upgraded to one of the core competences of a corporation. And studying the factors that affect consumers purchasing green packaging product has become a major trend of business operation. The treatise focuses on the environmentally friendly packaging, analyzes the influence of the appearance, labels and material of sustainable packaging on consumers＇ behavior of purchasing products with environmentally acceptable package. It proposes the theoretical model and relevant assumptions beforehand and distributing questionnaires, then processes and analyzes the resulting data with SPSS. According to the study, what give positive effect on the behavior of consumers selecting products are their general attitude towards package labeling and material of green packaging as well as environment protection. In the end, the treatise gives solutions and suggestions in the following three aspects： government, corporation and consumers.